Ford Motor Co. Executive Chairman Bill Ford, right, and President and CEO Alan Mulally stand next to the Ford Atlas concept pickup at the North American International Auto Show in Detroit.

Written by

James R. Healey
| USA Today

Ford Motor has unveiled a concept truck that will become the next-generation F-150 pickup, arguably the most important product in the U.S. auto industry because of its profits and sales volume.

Called the Atlas concept, the truck was lowered from the ceiling during the North American International Auto Show on Tuesday, accompanied by fireworks and a live band.

The overhauled F-150 is due in showrooms next year, though Ford won't hint just when or say whether it'll be marketed as a 2014 model or a 2015. The F-series trucks, including heavy-duty F-250 and F-350 models, are the best-selling ...